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- Nike FIBA - Invisible Heroes


Many fans believe basketball greatness in China is a pipe dream. That there are too many barriers.
And no one’s out there proving them wrong. Proving a Chinese basketball player can be a great one.

Yao Ming’s retirement left a void in Chinese basketball that needs to be filled.

“Invisible Heroes”

Making it pro in China typically requires being selected at a young age and going through
a government-run system. Which is discouraging for athletes who dream of making it pro.
But a few players on the national team created their own paths —
becoming proof that there’s more than one way.

We plastered their stories in major cities across China, along with a giant “BE THE PROOF” behind them.

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Role: Creative Director
Partners: Matt Meszaros (CW) Josh King (AD)
Director: The Malloy Brothers